Question 1

What do you understand by the term 'product element'?

Accepted Answer

Product element: The most important element of the marketing mix: the good or service being offered and the values associated with it- including the way the product is designed and classified,positioned,branded,and packaged.

Question 2

Discuss the push and the pull strategy with respect to the product life cycle.

Accepted Answer

Pull strategy: Marketing,advertising,and sales promotion activities aimed at inducing trial purchase and repurchase by consumers.Push strategy: Marketing,advertising,and sales promotion activities aimed at getting products into the dealer pipeline and accelerating sales by offering inducements to dealers,retailers,and salespeople.

Question 3

_____ is the pattern of attitudes and activities that help people reinforce,sustain or modify their social and self-image.

Accepted Answer

A) Primary motivation 
B) Attribution theory 
C) Reciprocal activation 
D) Perceptual motivation 
E) Motivational mapping 
A) Primary motivation 
B) Attribution theory 
C) Reciprocal activation 
D) Perceptual motivation 
E) Motivational mapping A

Question 4

What is purpose does North American Industry Classification System (NAICS)codes serve?

Accepted Answer

Method used by the U.S.Department of Com

Question 5

There is an ad for the Braun Oral-B Plaque Remover (an electric toothbrush)in an issue of Dentistry Today,the nation's leading clinical news magazine for dentists.The full-page ad encourages dentists to try out the system themselves and to recommend it to their patients.To which type of market is the advertisement targeted? Briefly explain your answer.

Accepted Answer

The advertisement is targeted

Question 6

Through marketing research,Prudential Insurance discovered that about 40 percent of its sales were initiated by current customers rather than company insurance agents.With this knowledge it used what kind of behavioristic segmentation variable to segment its market into Prudential policy holders and non-policy holders?

Accepted Answer

A) User status 
B) Usage rate 
C) Volume 
D) Purchase occasion 
E) Demographic 
A) User status 
B) Usage rate 
C) Volume 
D) Purchase occasion 
E) Demographic

Question 7

Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes.These cell phone companies are using:

Accepted Answer

A) purchase-occasion segmentation. 
B) psychographic positioning. 
C) demographic segmentation. 
D) lifestyle segmentation. 
E) volume segmentation. 
A) purchase-occasion segmentation. 
B) psychographic positioning. 
C) demographic segmentation. 
D) lifestyle segmentation. 
E) volume segmentation.

Question 8

Over the past decade,brands that were once available exclusively to the wealthiest among us have created more affordable product extensions,giving a far broader range of consumers a taste of the good life.Jaguar,for instance,recently launched its X-type sedan,which starts at $30,000 and is meant for the "almost rich" consumer who aspires to live in luxury.By marketing to people who desire a luxurious lifestyle,Jaguar is using:

Accepted Answer

A) demographic segmentation. 
B) psychographic segmentation. 
C) geodemographic segmentation. 
D) attitudinal positioning. 
E) lifestyle positioning. 
A) demographic segmentation. 
B) psychographic segmentation. 
C) geodemographic segmentation. 
D) attitudinal positioning. 
E) lifestyle positioning.

Question 9

Which of the following marketing activities most likely takes place in the business market?

Accepted Answer

A) The sale of a hammer to a do-it-yourselfer. 
B) The rental of an apartment by a college student. 
C) The purchase of babysitting services for a small child. 
D) The purchase of a case of Campbell's brand soup by a supermarket. 
E) The payment of a fee to a divorce lawyer. 
A) The sale of a hammer to a do-it-yourselfer. 
B) The rental of an apartment by a college student. 
C) The purchase of babysitting services for a small child. 
D) The purchase of a case of Campbell's brand soup by a supermarket. 
E) The payment of a fee to a divorce lawyer.

Question 10

Purchase occasion is one way marketers create benefit segmentation.

Accepted Answer

A) True 
 B)False

Question 11

_____ is the product's ability to satisfy both functional needs and symbolic wants.

Accepted Answer

A) Market position 
B) Product satisfaction 
C) Product equity 
D) Product utility 
E) Market satisfaction 
A) Market position 
B) Product satisfaction 
C) Product equity 
D) Product utility 
E) Market satisfaction

Question 12

Advertisers can use NAICS codes to obtain lists of companies in particular businesses for direct mailings.

Accepted Answer

A) True 
 B)False

Question 13

Harris Teeter is a chain of supermarkets in the Atlanta area.In one of its stores in a predominantly Jewish neighborhood,the store has three rabbis on staff who make sure the foods sold at the store are kosher.Each of the other Harris Teeter stores has distinct characteristics that ally it with the neighborhood in which it is located.The chain is using _____ segmentation.

Accepted Answer

A) geodemographic 
B) psychographic 
C) behavioristic 
D) geographic 
E) psychological 
A) geodemographic 
B) psychographic 
C) behavioristic 
D) geographic 
E) psychological

Question 14

Demographic segmentation would most likely be used to sell Fulla,a doll designed to embody the image of a proper Muslim woman.

Accepted Answer

A) True 
 B)False

Question 15

What is the next step for a marketer once market segmentation has been done?

Accepted Answer

A) Target marketing process 
B) Budgeting process 
C) Creating brand equity 
D) Selection of the promotional objectives 
E) Competitive assessment 
A) Target marketing process 
B) Budgeting process 
C) Creating brand equity 
D) Selection of the promotional objectives 
E) Competitive assessment

Question 16

Once a company decides to use indirect rather than direct distribution,it must choose one of the three strategies of distribution.Discuss what each choice means in terms of product availability to final consumers.

Accepted Answer

With intensive distribution,products are

Question 17

The _____ refers to the bundle of values built into a product aimed at satisfying various functional,social,psychological,economic and other consumer needs and wants.

Accepted Answer

A) total product concept 
B) marketing mix 
C) targeted product 
D) product attribution 
E) product utility 
A) total product concept 
B) marketing mix 
C) targeted product 
D) product attribution 
E) product utility

Question 18

There are many different brands of candy on the shelves of most supermarkets.The manufacturer of Dale Jr.'s Big Mo candy bars,a sweet treat aimed at NASCAR fans;hope to create _____ so that its customers will perceive why it is a better brand of candy than all the rest on the market.

Accepted Answer

A) secondary demand 
B) selective demand 
C) primary demand 
D) pioneering demand 
E) utility of demand 
A) secondary demand 
B) selective demand 
C) primary demand 
D) pioneering demand 
E) utility of demand

Question 19

If you look at an organically-grown tomato and one that has been chemically-enhanced,you can easily see the difference-one is perfectly formed and uniformly red and the other is not.In terms of product differentiation,this is an example of a:

Accepted Answer

A) hidden difference. 
B) differentiation cue. 
C) perceptible difference. 
D) sensory cue. 
E) perceptual filter. 
A) hidden difference. 
B) differentiation cue. 
C) perceptible difference. 
D) sensory cue. 
E) perceptual filter.

Question 20

Drawing on almost 50 years of experience,Cotton Council International (CCI),the export promotion arm of the National Cotton Council is devoted to expanding U.S.cotton exports by capitalizing on consumer preference for cotton fiber and its products.CCI spends promotional dollars advertising the benefits of 100 percent cotton clothing.CCI uses:

Accepted Answer

A) indirect consumer marketing. 
B) promotion equity. 
C) scrambled promotion. 
D) a push strategy. 
E) a pull strategy. 
A) indirect consumer marketing. 
B) promotion equity. 
C) scrambled promotion. 
D) a push strategy. 
E) a pull strategy.

What do you understand by the term 'product element'?

Discuss the push and the pull strategy with respect to the product life cycle.

_____ is the pattern of attitudes and activities that help people reinforce,sustain or modify their social and self-image.

What is purpose does North American Industry Classification System (NAICS)codes serve?

Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes.These cell phone companies are using:

Which of the following marketing activities most likely takes place in the business market?

Purchase occasion is one way marketers create benefit segmentation.

_____ is the product's ability to satisfy both functional needs and symbolic wants.

Advertisers can use NAICS codes to obtain lists of companies in particular businesses for direct mailings.

Demographic segmentation would most likely be used to sell Fulla,a doll designed to embody the image of a proper Muslim woman.

What is the next step for a marketer once market segmentation has been done?

Once a company decides to use indirect rather than direct distribution,it must choose one of the three strategies of distribution.Discuss what each choice means in terms of product availability to final consumers.

The _____ refers to the bundle of values built into a product aimed at satisfying various functional,social,psychological,economic and other consumer needs and wants.

There are many different brands of candy on the shelves of most supermarkets.The manufacturer of Dale Jr.'s Big Mo candy bars,a sweet treat aimed at NASCAR fans;hope to create _____ so that its customers will perceive why it is a better brand of candy than all the rest on the market.

If you look at an organically-grown tomato and one that has been chemically-enhanced,you can easily see the difference-one is perfectly formed and uniformly red and the other is not.In terms of product differentiation,this is an example of a:

The Evolution of Advertising

The Economic,Social,and Regulatory Aspects of Advertising

The Business of Advertising

Communication and Consumer Behavior

Out-Of-Home, Direct Mail, and Specialty Advertising

Marketing,Advertising and IMC Planning

Creating ADS: Strategy and Process

Creative Execution: Art and Copy

Producing ADS

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct Mail, and Specialty Advertising

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters

Exam 4: Segmentation,Targeting,and the Marketing Mix

What do you understand by the term 'product element'?

Discuss the push and the pull strategy with respect to the product life cycle.

_____ is the pattern of attitudes and activities that help people reinforce,sustain or modify their social and self-image.

What is purpose does North American Industry Classification System (NAICS)codes serve?

Cell phone companies spend many advertising dollars appealing to people who are already heavy users of cell phones to encourage them to buy plans that offer them additional minutes.These cell phone companies are using:

Which of the following marketing activities most likely takes place in the business market?

Purchase occasion is one way marketers create benefit segmentation.

_____ is the product's ability to satisfy both functional needs and symbolic wants.

Advertisers can use NAICS codes to obtain lists of companies in particular businesses for direct mailings.

Demographic segmentation would most likely be used to sell Fulla,a doll designed to embody the image of a proper Muslim woman.

What is the next step for a marketer once market segmentation has been done?

Once a company decides to use indirect rather than direct distribution,it must choose one of the three strategies of distribution.Discuss what each choice means in terms of product availability to final consumers.

The _____ refers to the bundle of values built into a product aimed at satisfying various functional,social,psychological,economic and other consumer needs and wants.

There are many different brands of candy on the shelves of most supermarkets.The manufacturer of Dale Jr.'s Big Mo candy bars,a sweet treat aimed at NASCAR fans;hope to create _____ so that its customers will perceive why it is a better brand of candy than all the rest on the market.

If you look at an organically-grown tomato and one that has been chemically-enhanced,you can easily see the difference-one is perfectly formed and uniformly red and the other is not.In terms of product differentiation,this is an example of a:

The Evolution of Advertising

The Economic,Social,and Regulatory Aspects of Advertising

The Business of Advertising

Communication and Consumer Behavior

Out-Of-Home, Direct Mail, and Specialty Advertising

Marketing,Advertising and IMC Planning

Creating ADS: Strategy and Process

Creative Execution: Art and Copy

Producing ADS

Print Advertising

Electronic Media: Television and Radio

Digital Interactive Media

Out-Of-Home, Direct Mail, and Specialty Advertising

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters